Modeling the world has been done in various forms and formats. From traditional 2D maps, with a well established set of rules and conventions, to globe spheres that attempt to model the Earth closer to reality. Now with advances in computer graphics and computing resources, modeling a digitally interactive 3D world has become more possible and achievable. In this paper we'll examine ESRI's experience in developing a 3D visualization system that could be employed to attain the creation of such a digital globe. Particular emphasis will be given to the key features such as handling massive volumes of data, incorporation of analytical results and dynamic data, and the delivery and consumption model of such a system. We will also discuss challenges and progress gained so far in the design, construction, and delivery of an end to end (server-client) 3D GIS solution.